Parineeti Chopra becomes the face of Emami's new skincare product

The new variant of the BoroPlus range of skincare products is developed by Ayurvedic and International Skin Experts.

Without divulging details of the endorsement, Emami said the product targets young women between the age 20-30.

Emami said in statement,""Parineeti is the latest entrant to the Emami endorsers club and becomes the face for brand BoroPlus which boasts an ensemble star power like Amitabh Bachchan & Kangana Ranaut, and Kareena Kapoor."

Emami Ltd Director Priti added. "It is important to generate a top-of the-mind recall. With a National Film Award in her kitty, our new brand ambassador Parineeti Chopra, is a perfect brand-fit who possesses a universal appeal for all."

Parineeti Chopra, the brand ambassador for BoroPlus Cocoa Soft Moisturising Lotion said, “BoroPlus is not only a very popular brand, but an ideal companion during winter to beat the harsh effects of the dry weather. The brand has a clear focus on rejuvenating dull & dry skin and restoring its lost sheen. One of the many professional hazards faced by me is exposure to harsh weather conditions I face and I am happy to be associated with a brand like BoroPlus Cocoa Soft Moisturising Lotion that makes my skin feel sensuous and luxurious with its rich feel and natural ingredients.”

The company also added "The film is going to be rolled out primarily in UP, Maharashtra, NCR, West Bengal, Madhya Pradesh, Gujarat and Karnataka."